As Avon Products, Inc. continues its efforts to rebound, reputation is key. Thus, the direct seller has announced the appointment of Cheryl Heinonen as group vice president, global corporate relations and chief communications officer. Heinonen will report to Sheri McCoy, Avon’s chief executive officer. Her responsibilities include corporate & employee communications, public relations representative communications, and corporate social responsibility.

“As we work to stabilize, turn around and, ultimately, grow Avon, our ability to communicate effectively, both internally and externally, is critical. Cheryl’s strong leadership is a welcome addition to my management team,” said McCoy. “Her experience in women’s economic issues in our key markets will also bring a fresh perspective to this critical aspect of building our business.”

Heinonen has extensive experience in managing corporate reputation for large, global consumer brands. Most recently, she has served as a managing director at Burson-Marsteller, a leading global public relations and communications firm. In this role, she served as a trusted advisor on communications and reputation management to some of the world’s top consumer brands. Her areas of focus include reputation management, CSR, organizational communications, consumer branding, and international public affairs.

Prior to joining Burson-Marsteller, Heinonen spent the majority of her career at Visa, where she worked from 1997 to 2008. In her final role as senior vice president of global corporate relations, she managed all communications programs forVisa International through its three-year corporate restructuring and IPO. She established the company’s internal and external digital communications strategy, global reputation management programs and integrated global CSR program. She also managed communications for the first major re-brand for Visa in the company’s history and led public relations for its global sports sponsorship portfolio.

Heinonen has extensive involvement with the global women’s economic development agenda, having worked with corporations, foundations, and NGOs in this field since 2004.